Dicitex Lands Fossflakes Bedding Brand Distribution Rights for India

January 2, 2024

Mr. & Mrs. Rajnish Arora
Mr. & Mrs. Rajnish Arora

MUMBAI, INDIA — DCHOME a division of Dicitex Furnishings Pvt Ltd., a major decorative fabrics weaver and made-ups supplier has received distribution rights for India from Fossflakes by Nordic Sleep, a high-end bedding manufacturer based in Skive, Denmark.

The two companies tied the distribution knot just prior to the New Year 2024.

Nordic Sleep manufactures duvets and pillows designed for use in nursing, baby, pregnancy, and health care markets. A pillow and comforter combination sells for about $300 at retail. “The filling of both our duvets and pillows consists of 70% patented Fossflakes flakes mixed with 30% polyester fiber balls,” Nordic Sleep says.

This distribution deal is a major coup for Rajnish Arora, Chairman of Dicitex and DCHOME who is justifiably proud of landing the exclusive distribution rights for Fossflakes. His brother is Nimish Arora, Vice Chairman and his father, M.L. Arora founded the company fifty years ago.

India is the most populous country in the world today with one sixth of the world’s population according to Wikipedia with nearly 1.5 billion people just ahead of China with 1.42 billion.

The potential for sales of anything in India is enormous when you consider the growing middle and upper-class market there.
“Our target would be at least 200 retail stores throughout India that could sell this kind of premium product ,” Arora says. He feels that target customers would also include online platforms like ‘Tata CLIQ Luxury’ and ‘At-home,’ with additional prospects like baby stores, hotels, and a possible tie up with big brand hospitals including maternity hospitals.

He is very excited about what lies ahead for his companies in 2024.

—Eric Schneider

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